an IT consultancy for today’s

reality

Canadian Association of Movers

Annual Conference

Generating Customer Value Online

December 4th, 2007

Agenda1. Market Demographics; Achieving Success Online2. Customer Relationship Interaction Model3. Search Engines: SEO vs. SEM4. Moving Industry Today: Site Functions to

Actions5. New Ideas6. Understanding Visitors7. Moving Industry Online Trends8. Summary, Q & A

Does the Web matter to Moving biz?Internet Demographics Today Two thirds of all Canadians are online1. Residential: Higher income families more likely

online, (90% of $75K+)2

Corporate: 85% of Businesses are connected via high speed1

90% of users aged 18-54 surveyed would use internet 1st to research products, (2005)3

Residential and Corporate Moving Customers highly likely to research Movers online4

Bottom Line – Your customers will find you and judge you online.

Achieving Success OnlinePurpose of the Movers/Van Lines Website: Marketing Facilitate Sales Customer Care

Ultimately, to drive Lead Generation & Provide Customer Service…

Objectives Today to Answer: What is the Moving industry doing today? Trends? How a mover can distinguish itself Online? What can the Mover do Online (Corp website or elsewhere)

to drive sales?

Customer Relationship Model

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In the Moving Industry today, how are online capabilities used to support these activities?

How can these capabilities be leveraged to increase sales and customer satisfaction?

The Customer Needs… The Mover/Van Line…Locate to find you must be discoverable/accessible

Navigate to access relevent information must be navigable

Trust to gain confidence in you must establish reputation/demonstrate credibility

Learn to be educated, assisted, interestedshould deliver value by educating the customer, facilitating their move, and stimulating contact

Connect to contact you must facilitate connection, (email, online, phone, other)

Interact to work with you

must close the sale (onsite inspection, negotiate)

must provide post-sale/pre-move support

should provide some online interaction capabilities, (always available, inexpensive interaction)

Recommend to remember you favourably, (referrals, repeat business)

must ensure satisfaction

How Will They Find You Online? Internet Search

Intentional name search or generic search (SE) Independent Service Directories

Public Service/Paid, Printed or Online Banners (PPC) or 3rd Party Hosted Links Direct Marketing

Mining the MLS, directing customer to website Conventional Marketing/Traditional

Channels Drive prospects to website by broadcasting URL

A Little About Search Engines Search Engines

Market Share How Do They Rank Results?

Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM) Improving Placement/Click-throughs “Free” vs. Paid Traffic: All About Control

Bottom Line: Just because they can find you, doesn’t mean they’ll stay…

SE Market Share

Ask 4.5AOL 4.5

MSN 11.3

Yahoo 23.3 Google 56.5

Search Engine Marketwatch6 (Sept, 2007)

Site Functions: Locate SEO / SEM Other Paid Online Marketing

Generalist Directories (eg: yellowpages.ca) Professional Service Directories (eg:

move.ca/gopro) Geo Directories (eg: foundlocally.com)

Links on related 3rd party sites eg: Special Offers on Real Estate site Online Redeemable Coupons at 3rd Party Website Increases SE traffic, as well…

Site Functions: Navigate Clear Presentation of Offerings Layout/Structure Sitemap Prominent Gadgets/Helpers Bilingual Content Local Search

Bottom Line: All “web 1.0” functions, but focus here, first…

Site Functions: Trust About Us/Executive Message/Mission Statement Branding Consistency Blog (Web Log)/Company News Testimonials “Know Your Rights” Co-branding Professional Associations: Membership/links Electronic Seal of Approval Privacy Policy (PIPEDA) Arbitration/Claims Process

Reputation online = “on-the-line”

Bottom Line: Build respect and credibility online with visitor.

Site Functions: EducateContent-Based

Frequently Asked Questions (FAQs) Glossary of Industry Terms Moving Tips How-to Videos Room Packing Guides Move Planning Moving Options Special, LD, or Intl Move Considerations Static Online Forms (PDF/HTML)

Site Functions: FacilitateDynamic/Interactive Tools

Dynamic Content Moving Planner/Calendar/Scheduler Interactive Forms Calculators

Packing Materials Calculator, Weight/Volume Calculator e-Cards "We're Moving...“

Bottom Line: Make the customer’s life easier…

Industry Site Functions: MotivateValue-Added Functions

Freebees: “Free Moving Starter Kit” Related 3rd Party Service Coupons Links to Affiliates & Programs Cross-sell Company-owned Associated Services Add value by improving proposition !

Bottom Line: Educate+Facilitate+Motivate= Added Value (~trust,

gratitude)

Industry Site Functions: Connect Find a Branch/Local Agent function

Pick an Agent, or let us suggest... Map Links to Agent/Branch Locations Email Links Phone #s “Free” Quote Request Functions

Bottom Line: Key Motivating Factor for Contact = Trust.

Site Functions: InteractPromote:

Payment options Credit Card relationships Financing/delayed payment options

Post Sales Service: Login to account; move details; some

interactions

Bottom Line: Interaction opportunities remain in this area.

3rd Party Quote Request FacilitiesWho Are they? moving.com

Partnered with AMSA to provide a Quote Facility Compare or request quote from any/all; 6 featured, but

pick your own… Other US: 123movers.com, movesource.com

incl. online estimate move.ca (go-pro; generic contractor req form) moveit.ca vanlines.ca (IMF) canadianmovers.ca & usamovers.com (Netherlands)

6 movers per geo, $6 / lead (via fax or email)

Site Functions: RecommendPost-Move Service: Online Claims Form Satisfaction Survey/Follow-up Mine for Testimonials Importance of Customer Service

Bottom Line: Just because there isn’t a damage claim, doesn’t mean a satisfied

customer…

Site Functions: IdeasLocate/Motivate 3rd Party Linking Opportunities/Relationships/Programs

eg: Real Estate Sites – few offer Mover/CAM links

Connect Call Me Know, Chat Now No Association-certified Quote Request Facility in Canada

Trust Publishing Approval Metrics, (corp or association-published) Online Calendar/Scheduler (alerts, notices, links to relevant

content) 3rd Party Studies: Hidden Costs of a Cheap Move? No Secured Online Seal for Moving Industry in Canada

Site Functions: IdeasEducate/Facilitate/Motivate Site “Moving Wizards”, (interactive survey) Provide a “MyMove” Facility, (online profiling) Promotions/Contests: Win your move for free… Articles stressing damages due to self-packed goods, (a

major trouble area)

Recommend Refer a friend function - Free gift?

Bottom Line: Many opportunities remain in this area.

Understand your Visitor: Hidden GoldEvaluate:

Site Traffic One-page hits Visitor duration Referring URLs Track contact conversions

Quote requests Email (form-based) Online Ref# for a discount, gift

Search Log Look at what users are searching for… and provide it!

Bottom Line: Need to close the loop on Online successes.

Online Trends in the Moving IndustryEvolution of Moving Portals (Value-Aggregators)

move.com 360

O coverage on the “move event” – one stop shopping Affiliations

real estate, insurance, mortgage companies, credit reports, school reports, salary reports, city reports, movers (via moving.com) others…

Coupons and discounts for 3rd party services, (redeem online=direct links)

moving.com Fast moving quotes, in partnership with AMSA Moving quiz, move type comparisons, many resources

move.ca Quick quote links to paid subscribers Part of Go Pro Network (services portals)

Real Estate to Cleaning to Plumbing to Moving

Summary, Q & A

About rational eyes Inc.

rational eyes is a value-driven IT consulting firm specializing in online consulting and development services, headquartered in Markham, Ontario.

rational eyes delivers strategy, project management, analysis, and development to optimize customers investments in IT and Online solutions across the entire solution lifecycle.

Through its four key value propositions: Application Development, Strategic Services, Risk Mitigation, and Content Services rational eyes has assisted medium and large customers in financial services, retail, and information technology, and other industries.

Carl Visentin is a founding partner and President of rational eyes Inc.

rational eyes: "It's what we do, and how we do it"